Case Study.

Omni Family

Kind for All – The Plant-Based All Purpose Pork

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FROM DATA TO INSIGHT.

Studied the market research and analysis with clients, knowing the pork is the most consumed meat in the world (particularly in Asia), we worked closely with their R&D and Marketing Team to develop the first all-purpose plant-based product OmniPork in 2018.

By reviewing the brand development strategy with clients and leveraging the popularity of OmniPork, OmniPork Luncheon and OmniPork Strip were also brought to the market in 2020.

Our key challenge not just to bring a brand new product to the market, but to raise the awareness of plant-based lifestyle. The brand identity symbolizing that vegetarians and carnivores can peacefully coexist.

ReALLY has worked closely with OmniFoods’ marketing team, through researches, market studies and surveys, we identified the target customers and the potential consumers, to develop an all-rounded strategic marketing plan.

A Taste of Future.

“It is possible for anyone to be a part of this plant-based movement and create a better future for the earth and yourself.” David Yeung, Founder of Green Monday and OmniFoods

With the line “Hello Future”, OmniPork aims to achieve a better and more sustainable future for all and introduce a “Flexitarian Future” to Asia.

DESIGN IDEA.

The design is accompanied by refreshing messaging that brings clarity to OmniPork’s difference and delivers product features with a punch. We have created a design that emphasizes plant-based pork, using a pig nose made up of the shape of bean and leaf as well as the vegan ingredients of the product.

The design introduces brand equity – an exclamation mark in the brand graphic, announcing the revolutionary plant-based pork, It instantly helps to grab attention on the shelf and challenging the habitual behavior that characterizes shopping within the fresh meat.

Unveiling OmniPork Luncheon

Results.

The products have made an impact on Hongkongers on the habits of eating. In 2014, only 17% of people in Hong Kong knew about the Green Monday practice, in which people specifically didn't eat meat that day. That has grown to 46% after OmniPork emerged. 35% of Hongkongers are becoming flexitarian, willing to try vegan products.

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